The Paper Tiger Relaunch: Making Things That Matter

We don't do this often. We don't speak at conferences. We rarely blog. For 18 years, we've kept our heads down and focused on our clients' work, not our own. Self-promotion has never felt natural to us.

But here we are, relaunching papertiger.com, and it feels strange to turn the camera around.

Case studies can only show so much. They show the work: the finished website, the clean rebrand, the polished campaign. That's what people want to see, and they should see it. But what they don't show is the months leading up to that moment. The meetings where we're figuring out what a client actually needs. The deadlines. The relationship building. The heads-down work of clarifying before we create anything at all.

That's the part that matters most.

This relaunch is different because we created space to articulate how we think about making. Our case studies still show the work, but our Expertise and Studio pages are where we explain what we do and why we do it.

Every client thumbnail on the new site is a custom-designed poster. Our roots are in graphic design, and graphic design taught us that handmade things carry intention. When something feels tangible, even in a digital space, it means someone cared enough to build it by hand.

Our work has always been rooted in a simple belief: clarity first, impact forever.

It's not about making things pretty. It's about understanding what a client truly needs, then building something that makes their jobs easier, their teams prouder, their business better. Work that lasts beyond the launch.

Getting to that clarity takes brain power. It takes patience. It takes months of unglamorous problem-solving that will never make it into a case study.

But that's the work we care about.

This site is our attempt to honor that process. To talk about craft alongside the finished work. To acknowledge that the best work happens quietly, in the space between what a client knows they need and what we figure out how to build.

We're wary of promoting ourselves. But if this relaunch does anything, we hope it shows what we value: the discipline of clarification, the commitment to craft, and the belief that great work doesn't need fanfare.

It just needs to matter.

Clarity first, impact forever.